Point First, Point Middle, Point Last
(something I learned from Flint McGlaughlin)
When writing copy to improve conversions, you usually want to make your point first. This seems logical right? Who wants to read 5 paragraphs or listen to a long-winded speech before somebody finally gets to their point.
The interesting thing is that this applies in micro form as well. Take a look at this product description from an actual client:
Our products are great choices because (our company) has been around for over 50 years and they all come with a lifetime warranty.
Notice something fishy? They are making the most important point last. The description would be more customer-centric, read better, and contribute to higher conversions like this:
Get a lifetime warranty on all products backed by over 50 years of quality manufacturing experience at (our company).
Besides the obviously higher converting "Get" leading the statement, the order in which the content is structure is way more optimized.
This is easily one of the most common problems I see on websites and all sales copy. There is no care put into the order of the content. The way you frame information and the order its in matters, and it matters A LOT. People's attention spans are thin. Tell them whats in it for them first. Think about this the next time you write an meta description. I see poorly optimized meta descriptions making their point last all of the time. Its almost like a global pandemic